INDUSTRIES & MARKETS

Sports market in India

 Table of Contents

01 Overview 04 Popular leagues

Market size of the sports industry India 2017-2023 03 Most popular sporting events among Indians 2021, by buzz index 21
Sports sponsorship market in India 2023, by segment 04 Value of IPL 2014-2023 22
Media spend in sports in India 2008-2023 05 Women's Premier League sponsors per season 2023, by type 23
Players with the highest transfers in Indian Super League 2024 24
02 Government funding Top scorers in Indian Super League 2014-2024, by player 25

Sports expenditure in India FY 2013-2022 07 Points scored in Pro Kabaddi League 2014-2023, by team 26

Sports expenditure in India FY 2022, by type 08

Expenditure on sports institutions in India FY 2022, by type 09 05 Sports consumption
Expenditure on sportspersons in India FY 2022, by type 10 Media spend in sports in India 2008-2023 28
Expenditure on Khelo India FY 2022, by type 11 TV viewership distribution of sports genre India 2019-2021, by category 29
Media spend in sports in India 2023, by type 30
03 Associations and federations TV viewership distribution of sports India 2019-2021, by type 31

BCCI income in FY 2022, by type 13

Expenditure of Wrestling Federation of India FY 2019-2022 14
Income of Amateur Kabaddi Federation of India FY 2018-2023 15
All India Football Federation's income FY 2022, by type 16
Income of Hockey India FY 2010-2023 17
Expenditure of All India Tennis Association FY 2017-2022 18
Income of Boxing Federation of India FY 2017-2022 19

1
CHAPTER 01

Overview
 Market size of the sports industry across India from 2017 to 2023 (in billion Indian
rupees)
Market size of the sports industry India 2017-2023

180

157.66
160
142.09
140
Market size in billion Indian rupees

120

100 95.3
91.09
77.62
80 73

60

40

20 16.73

0
2017 2018 2019 2020 2021 2022 2023

3 Description: The market size of the sports industry across India was about 158 billion Indian rupees in 2023. This was a significant leap compared to 2021, bolstered by media spending, sponsorships, and endorsements. This was not only for cricket, but also for
football and other emerging sports. Read more
Note(s): India; 2017 to 2023
Source(s): afaqs!; BestMediaInfo; GroupM; The Economic Times
 Sports sponsorship market size in India in 2023, by segment (in billion Indian
rupees)
Sports sponsorship market in India 2023, by segment

Revenue in billion Indian rupees

0 20 40 60 80 100 120 140 160 180

Total 157.66

Media spend 74.94

Sponsorship 73.45

Endorsement 9.27

4 Description: Media spend accounted for the highest value among other segments of sport sponsorship in India in 2023 at nearly 75 billion Indian rupees. sports sponsorship overall made up over 157 billion rupees that year. Read more
Note(s): India; 2023
Source(s): BestMediaInfo; GroupM
 Media spend in Indian sports from 2008 to 2023 (in billion Indian rupees)
Media spend in sports in India 2008-2023

80
75.53 74.94

70

60.18
60
Value in billion Indian rupees

52.32
50
44.32
40.65
40 36.57
35.11
30
30 28.17
25.18
22.5 22.5
20
20
14.5
11.5
10

0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

5 Description: Media spend in sports across India amounted to nearly 75 billion Indian rupees in 2023. Cricket was the major contributor in the media spends. Media expenditure accounted for two-thirds of the entire sports market in India that year. Read more
Note(s): India; 2008 to 2023
Source(s): BestMediaInfo; GroupM; The Economic Times
CHAPTER 02

Government funding
 Sports expenditure in India from financial year 2013 to 2022 (in billion Indian
rupees)
Sports expenditure in India FY 2013-2022

25

19.89
20
Expenditure in billion Indian rupees

17.49

15
12.97 13.04
12.29

9.41 9.81
10
7.53
7
5.98
5

0
FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022

7 Description: In financial year 2022, sports expenditure in India was about 17.5 billion Indian rupees. This was an increase from the previous financial year. The largest share of this expense went towards Khelo India that promotes development of sports.
Read more
Note(s): India; FY 2013 to FY 2022
Source(s): Ministry of Youth Affairs and Sports
 Expenditure on sports by the Indian government in financial year 2022, by type (in
billion Indian rupees)
Sports expenditure in India FY 2022, by type

9
8.39

8
7.43

7
Expenditure in billion Indian rupees

2 1.66

0
Awards to sportspersons Sports institutions Khelo India

8 Description: In financial year 2022, the Indian government spent over 17 billion Indian rupees on sports. Of this, the largest chunk went towards the national program for developing sports, called Khelo India. That same year, about 7.4 billion rupees, on the other
hand, was spent on sports institutions including the Sports Authority of India and Laxmibai National Institute of Physical Education. Read more
Note(s): India; FY 2022
Source(s): Ministry of Youth Affairs and Sports
 Expenditure on sports institutions in India in financial year 2022, by type (in million
Indian rupees)
Expenditure on sports institutions in India FY 2022, by type

Expenditure in million Indian rupees

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

Sports Authority of India 5,794.3

Sports University in North East 654.9

Laxmibai National Institute of Physical Education 520

National Dope Testing Laboratory 215

National Anti-Doping Agency 146.9

National Centre of Sports Science and Research 69.8

World Anti-Doping Agency 31.2

9 Description: In the financial year 2022, the total expenditure on sports institutions in India was about seven billion Indian rupees, of which about six billion Indian rupees were spent on the Sports Authority of India. Read more
Note(s): India; FY 2022
Source(s): Ministry of Youth Affairs and Sports
 Expenditure on awards to sportspersons in India in financial year 2022, by type (in
million Indian rupees)
Expenditure on sportspersons in India FY 2022, by type

Expenditure in million Indian rupees

0 200 400 600 800 1,000 1,200

Assistance to National Sports Federation 1,120.7

Incentive to Sports Persons and awards 415.1

Pension to meritorious sportsperson 67.2

National sports development fund 50

Human resource development in sports 8.2

10 Description: In the financial year 2022, the total expenditure on awards to sports persons in India was about two billion Indian rupees. Of the total expenditure, the assistance to National Sports Federation was over one billion Indian rupees. Read more
Note(s): India; FY 2022
Source(s): Ministry of Youth Affairs and Sports
 Expenditure on Khelo India in financial year 2022, by type (in million Indian rupees)
Expenditure on Khelo India FY 2022, by type

Expenditure in million Indian rupees

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000

Khelo India 7,642.9

Commonwealth games 596.7

Enhancement of sports facility in Jammu & Kashmir 150

Seminars, committee, and others 4.7

11 Description: In the financial year 2022, expenditure on Khelo India was about eight billion Indian rupees. Within the promotion of sports in the country, the expenditure on the Commonwealth Games was about six million Indian rupees. Read more
Note(s): India; FY 2022
Source(s): Ministry of Youth Affairs and Sports
CHAPTER 03

Associations and federations

 Income of the Board of Control for Cricket in India in financial year 2022, by type (in
billion Indian rupees)
BCCI income in FY 2022, by type

Income in billion Indian rupees

0 5 10 15 20 25

Indian Premier League 22.49

Grant of media rights 12.38

Men's senior tours/tournaments 2.95

Interest 2.88

Surplus from ICC World T20-2021 tournament 2.68

Distributions from ICC 2.4

Other income 0.18

Royalty 0.04

13 Description: The Board of Control for Cricket in India reported an income of over 43 billion Indian rupees in financial year 2022. Of this, the Indian Premier League contributed to the highest share at over 22 billion rupees, followed by media rights. Read more
Note(s): India; FY 2022
Source(s): BCCI
 Expenditure of Wrestling Federation of India from financial year 2019 to 2022 (in
million Indian rupees)
Expenditure of Wrestling Federation of India FY 2019-2022

180
165.06
160
148.88

133.9
Expenditure in million Indian rupees

140

120

100 91.91

80

60

40

20

0
FY 2019 FY 2020 FY 2021 FY 2022

14 Description: Wrestling Federation of India recorded an expenditure of over 133 million Indian rupees in financial year 2022, a significant increase from the previous financial year. International and domestic championship expenses made up for the majority of
expenses over the years. Read more
Note(s): India; FY 2019 to FY 2022
Source(s): WFI
 Income of Amateur Kabaddi Federation of India from financial year 2018 to 2023
(in million Indian rupees)
Income of Amateur Kabaddi Federation of India FY 2018-2023

80

70 67.87
66.18

60 57.77
Income in million Indian rupees

53.19
51.37
50

40

30.25
30

20

10

0
FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

15 Description: The Amateur Kabaddi Federation of India recorded an income of over 58 million Indian rupees in financial year 2023, a significant decrease from the previous financial year. Kabaddi is an indigenous sport from India and is said to have originated in
Maharashtra in the 1920s. Modern Kabaddi is played all over the country and in parts of Asia. PKL or Pro-Kabaddi League was launched in 2014 and has been a vital part in making the sport popular in recent years. Read more
Note(s): India; FY 2018 to FY 2023
Source(s): AKFI
 Income of All India Football Federation for fiscal year 2022, by type (in million Indian
rupees)
All India Football Federation's income FY 2022, by type

Income in million Indian rupees

0 100 200 300 400 500 600 700

Income from grant of commercial rights, sponsorship and football assessment fee 584.77

Grants and aids recieved 105.07

Fees and levies 64.53

Other income 51.47

16 Description: In the fiscal year 2022, the All India Football Federation (AIFF) gained the highest share of income from grants of commercial rights, sponsorship, and football assessment fee, valued at over 584 million Indian rupees. Read more
Note(s): India; FY 2022
Source(s): All India Football Federation
 Income of Hockey India from financial year 2010 to 2023 (in million Indian rupees)
Income of Hockey India FY 2010-2023

1,200

1,053.34
1,013.48
1,000 939.4 952.12
866.95
Income in million Indian rupees

800
716.37

599.98 599.31
600
480.29

400 376.15
313.4

200
83.35
33.78 43.08
0
FY 2010 FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

17 Description: Hockey India recorded an income of nearly 867 million Indian rupees in financial year 2023, a significant increase from the previous financial year. Hockey is India's national sport, and although not seemingly as popular as cricket in the country, has
brought medals back from the Olympic Games over the years. Read more
Note(s): India; FY 2010 to FY 2023
Source(s): Hockey India
 Expenditure of All India Tennis Association from financial year 2017 to 2022 (in
million Indian rupees)
Expenditure of All India Tennis Association FY 2017-2022

70
62.72
60
Expenditure in million Indian rupees

50
42.85 43.76

40 36.52 37.63
34.11

30

20

10

0
FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022

18 Description: All India Tennis Association recorded an expenditure of over 43 million Indian rupees in financial year 2022, a significant increase from the previous financial year. Tennis was one of the more popular sports in India, with the country producing some
tennis players over the years who have achieved success. Read more
Note(s): India; FY 2017 to FY 2022
Source(s): AITA
 Income of Boxing Federation of India from financial year 2017 to 2022 (in million
Indian rupees)
Income of Boxing Federation of India FY 2017-2022

250 237.61

200
Income in million Indian rupees

147.04
150

109.4
100

66.85
55.41
50
35.43

0
FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022

19 Description: Boxing Federation of India recorded an income of over 66 million Indian rupees in financial year 2022, a significant decrease from the previous financial year. The first national boxing championship in the south Asian country was held at the Brabourne
Stadium in Mumbai in 1950. Read more
Note(s): India; FY 2017 to FY 2022
Source(s): Boxing Federation of India
CHAPTER 04

Popular leagues
 Most popular sporting events among Indians in 2021, by buzz index
Most popular sporting events among Indians 2021, by buzz index

Buzz index
0 10 20 30 40 50 60

Indian Premier League 50.8

Olympic Games - summer 49.2

ICC Cricket World Cup 45.9

FIFA World Cup 28.3

Indian Super League 20.4

Wimbledon Championship 18

Pro Kabaddi League 17.9

Asian Games 15.3

World Wrestling Entertainment 13.3

Australian Open 13

21 Description: In a survey conducted among Indians between January and December 2021, the Indian Premier League (cricket) ranked first for the second year. Other domestic events included the Indian Super League (football) in fifth place, while the Pro Kabaddi
League slipped to seventh place that year. Read more
Note(s): India; January to December 2021
Source(s): YouGov
 Value of the Indian Premier League from 2014 to 2023 (in billion U.S. dollars)
Value of IPL 2014-2023

12
10.7

10

8.4
Value in billion U.S. dollars

6 5.7
5.3
4.7
4.4
4.1
3.7 3.7 3.8
4 3.5
3.3 3.2
2.9
2
2

0
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

22 Description: In 2023, the value of the Indian Premier League amounted to around 11 billion U.S. dollars. This was an increase compared to the pandemic years, signifying a swift recovery from the pandemic years, catalyzed by the new media rights auction and two
additional teams. Read more
Note(s): India; 2014 to 2023
Source(s): Brand Finance
 Women's Premier League (WPL) sponsors per season in 2023, by type (in million
Indian rupees)
Women's Premier League sponsors per season 2023, by type

80
71
70

60
60
Value in billion Indian rupees

50

40
40

30
25

20

10

0
Broadcast rights (Viacom 18)** Fantasy League (Dream 11) Strategic Timeout (Ceat) Pouring Partner (Amul)*

23 Description: The Women's Premier League successfully roped in Tata Group as its title sponsor for the first five seasons starting 2023. Additionally, Viacom 18 won the broadcast rights, also for a period of five years totaling 9.5 billion Indian rupees, roughly 71
million rupees per season. Amul, the pouring partner, on the other hand, was expected to cover beverage expenses during the event in addition to its sponsorship. Read more
Note(s): India; 2023; *in addition to pouring expenses. **estimate from 5-year total.
Source(s): Tata Group (Tata Capital)
 Players with the highest transfers in the Indian Super League 2024 (in million Indian
rupees)
Players with the highest transfers in Indian Super League 2024

Fee in million Indian rupees

0 5 10 15 20 25 30 35

Anirudh Thapa (Mohun Bagan Super Giant) 30

Akash Mishra (Mumbai City FC) 26

Prabhsukhan Singh Gill (East Bengal FC) 15

Aibanbha Dohling (Kerala Blasters FC) 14

Sahal Abdul Samad (Mohun Bagan Super Giant) 9

24 Description: In the tenth season of the Indian Super League held during 2023-24, central midfielder Anirudh Thapa of Mohun Bagan Super Giant had the highest transfer fee. It amounted to about 30 million Indian rupees. Akash Mishra of Mumbai City FC followed,
with Prabhsukhan Singh Gill ranking third that season. Read more
Note(s): India; 2024
Source(s): Transfermarkt
 Top scorers in Indian Super League between 2014 and 2024, by player
Top scorers in Indian Super League 2014-2024, by player

Number of goals
0 10 20 30 40 50 60 70

Bartholomew Ogbeche 62

Sunil Chhetri* 61

Roy Krishna* 54

Coro 48

Diego Maurício* 37

Lallianzuala Chhangte* 36

Cleiton Silva* 36

Marcelinho 34

Hugo Boumous* 30

Iain Hume 29

Nerijus Valskis* 27

25 Description: During the ten seasons of Indian Super League held between 2014 and 2024, Bartholomew Ogbeche was the all time highest scorer with 62 goals by playing in 98 matches. Sunil Chhetri ranked second with 61 goals. Read more
Note(s): India; 2014 to 2024; *Active players. Read more
Source(s): worldfootball.net
 Points scored in the Pro Kabaddi League between 2014 and 2023, by team
Points scored in Pro Kabaddi League 2014-2023, by team

Points scored
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
Patna Pirates 6,257

Bengaluru Bulls 6,021

U Mumba 5,720

Dabang Delhi K.C. 5,679

Puneri Paltan 5,666

Jaipur Pink Panthers 5,614

Bengal Warriors 5,534

Telugu Titans 5,437

U.P. Yoddha 4,063

Gujarati Giants 3,907

Haryana Steelers 3,762

Tamil Thalaivas 3,581

26 Description: Between the first and ninth season of the Pro Kabaddi League in India, Patna Pirates ranked first in points scored, with over 6,200 points from playing in 180 matches from 2014 to 2022. Bengaluru Bulls followed, with U Mumba in third place.
Read more
Note(s): India; 2014 to 2023
Source(s): Website (prokabaddi.com)
CHAPTER 05

Sports consumption
 Media spend in Indian sports from 2008 to 2023 (in billion Indian rupees)
Media spend in sports in India 2008-2023

80
75.53 74.94

70

60.18
60
Value in billion Indian rupees

52.32
50
44.32
40.65
40 36.57
35.11
30
30 28.17
25.18
22.5 22.5
20
20
14.5
11.5
10

0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

28 Description: Media spend in sports across India amounted to nearly 75 billion Indian rupees in 2023. Cricket was the major contributor in the media spends. Media expenditure accounted for two-thirds of the entire sports market in India that year. Read more
Note(s): India; 2008 to 2023
Source(s): BestMediaInfo; GroupM; The Economic Times
 Distribution of sports in television viewership across India from 2019 to 2021, by
category
TV viewership distribution of sports genre India 2019-2021, by category

Live sports Sports related programs Repeats and highlights

120%

100%

80% 43%
TV viewership share

61% 56%

60%

40% 30%
23%
26%
20%
27%
21%
13%
0%
2019 2020 2021

29 Description: Majority of the television viewership for sports consisted of repeats and highlights of sports events across India in 2021. Live sports accounted for about 21 percent that year. Furthermore, over 79 percent of the sports television viewership was from
cricket, arguably the most popular sport in the south Asian country. Read more
Note(s): India; 2019 to 2021
Source(s): EY; FICCI; TAM Media Research
 Media spend in Indian sports in 2023, by type of medium (in billion Indian rupees)
Media spend in sports in India 2023, by type

80
74.94

70

60
Value in billion Indian rupees

50 46.2

40

28.7
30

20

10

0.04
0
Print Digital Television Total

30 Description: Media spend in sports across India amounted to about 75 billion Indian rupees in 2023. Even though television dominated spending that year, it was lower compared to 2022. Digital media spending had a significant growth, accounting for over 28
billion rupees that year. Read more
Note(s): India; 2023
Source(s): GroupM
 Distribution of television viewership of sports across India from 2019 to 2021, by
type
TV viewership distribution of sports India 2019-2021, by type

Cricket Wrestling Kabbadi Soccer Others

120%

100% 3% 3% 3%
3% 4%
0% 6%
8% 1%
11%
7% 11%
80%
TV viewership share

60%

40% 79% 82% 79%

20%

0%
2019 2020 2021

31 Description: Cricket accounted for the majority of television viewership in the sports genre across India in 2021. Furthermore, soccer was gaining popularity in the country with an increase from about three percent television viewership in 2019 to six percent in
2021 within the genre. Read more
Note(s): India; 2019 to 2021
Source(s): EY; FICCI; TAM Media Research
 Sources

afaqs!
AITA
AKFI
All India Football Federation
BCCI
BestMediaInfo
Boxing Federation of India
Brand Finance
EY
FICCI
GroupM
Hockey India
Ministry of Youth Affairs and Sports
TAM Media Research
Tata Group (Tata Capital)
The Economic Times
Transfermarkt
Website
Website (prokabaddi.com)
WFI
worldfootball.net
YouGov

32